delivering a bank of one experience

SAP Hybris MarketingDelivering a Bank of One experienceJames Eardley

COMMODITIZATION

MARKETING IS BROKEN

Marketers bombard customers with irrelevant messages. Not targeted, not relevant

of online ads are ignored Source: Google Display Benchmark Tool

99.94%

Email click through rate Source: Getresponse

3.57%

All digital channel response rate Source: DMA Response Rate Report 2015

0.62%

In the PastEverything was better

Bankers knew their customers as people

Life was simple, but it was good.

There was balance

Technology changedthe old model

Much was gained, but much was lost

Digitalization changed everything

Lower profitability / Lower Wallet Share

Where to from here

Hybris Marketing

Building share of mind to build share of wallet

Relevant Customer Engagements

MEET CUSTOMER EXPECTATIONS

Ultra Personal

Dynamically Adapt

Not Creepy

Source 1: “The Contextual Marketing Imperative”, Forrester Oct 2015

Marketers use 11 siloed channels on average…

HOLISTIC APPROACH TO MARTECH IS NEEDED

…and 15 separate systems to house customer data

Capture and enrich dynamic marketing profiles

DATA IS THE FUEL

Real-timeindividualizatio

n Presentation of relevant content across

all touchpoints

Customeror

Anonymous

What they have done

What they may do

What they are doing now

Leverage the real-time contexts to deliver the best customer experiences

EXPLICIT

IMPLICIT

CONTEXT MAKES THE DIFFERENCE

Real-timeindividualizatio

n Presentation of relevant content across

all touchpoints

Customeror

Anonymous

What they have done

What they may do

What they are doing now

Leverage the real-time contexts to deliver the best customer experiences

EXPLICIT

IMPLICIT

CONTEXT MAKES THE DIFFERENCE

Understand the real-time intent of each customer and dynamically deliver contextually relevant experiences across channels.

INSIGHT AGILITY EXPERIENCE

MARKET TO AN AUDIENCE / BANK OF ONE

DELIVER INDIVIDUALIZED CUSTOMER ENGAGEMENTS BASED ON REAL-TIME CONTEXT AND INTENT

CAPTURE, ENRICH, AND CONSOLIDATE CUSTOMER DATA AND GAIN DEEPER INSIGHTS

REACT QUICKLY TO OPPORTUNITIES. FAST AND INTEGRATED SOLUTION

THROUGH OUT-OF-THE-BOX MARKETING SCENARIOS

Customer

Profiling

Segmentation

and Campaign Management

Comm

erce

Marketing

Marke

ting

Resou

rce

Manag

emen

t

Marketing Analytics

Marketing Lead

Management

Loya

lty

Man

agem

ent

HYBRISMARKETING

Customer Profiling• Capture and enrich customer information• Create real-time view of customer interactions

Segmentation and Campaign Management• Identify the target audience • Personalize your messages across channels

Commerce Marketing• Personalized customer engagement

Marketing Resource Management• Manage operational complexities • Orchestrate and optimize resources.

Marketing Analytics• Optimize marketing• Respond to opportunities with real-time insights

Marketing Lead Management• Qualify buyers and monitor success, • Drive collaboration between marketing and sales

Loyalty Management• Go beyond traditional card-based loyalty

programs to gain insights and drive behavior

CONFIGURED FOR SUCCESS

GO TO MARKET QUICKLY

• Fast quarterly innovations• Leverage best practice

processes

FLEXIBLE DEPLOYMENT• Public Cloud• Private Cloud• On-Premise

OPEN PLATFORM• Open architecture• Prebuilt integrations with major

SAP products • Integrations with leading ISV

partners• Integrations to non-SAP

systems• Batch & real time• Inbound & outbound

THANK YOU!Feel free to connect with me at :

Email: james.eardley@sap.com Linkedin: https://www.linkedin.com/in/jameseardley